I’m talking about good copywriting here, not the bland, pablum that you see most often these days.

Both should have a hook. With a promotional product, you have a few seconds when your client/prospect takes a look at the item you gave them and decides a) into the dumper or b) this is pretty cool, I will keep this - for awhile. Good copywriting is the same - client/prospect looks at the headline and says to themselves a) into the dumper or b) maybe I will read more.

Awhile back FiF Marketing implemented a company-wide spam filter. We have it set so that all the messages the program deems “spam” are put into a separate folder and we review separately. The filter is pretty good, but you there are a few false positives where clients or suppliers we want to hear from get filtered. Last month, the filter caught over 30,000 messages - and we are a relatively small organization. For large companies, the load is huge. If you didn’t know, there was a US law that was supposed to address this issue, called the CAN-SPAM law.